Piaget Appoints Korean actor, Chaemin Lee as Ambassador

Swiss watchmaker and jewellery Maison Piaget announces the official appointment of actor

Chaemin Lee as its newest Ambassador.

Standing at the forefront of a new generation, Chaemin Lee, born in the 2000s, embodies a

fresh creative energy that infuses the Maison’s heritage with a vibrant, contemporary sensibility.

As a new member of the Piaget Society, he is set to express the Maison’s spirit of daring

creativity and refined elegance through a distinctly modern lens.

In the 1960s and 1970s, Yves Piaget cultivated the Piaget Society by bringing together a

dynamic circle of artists, actors, models, musicians, and designers, fostering a culture defined

by freedom and audacity. Icons of their time—including Andy Warhol, Elizabeth Taylor, Brooke

Shields, Roger Moore, and Ursula Andress—were part of this influential network, which

continues today as a defining expression of the Maison’s creativity and distinctive lifestyle.

Carrying forward this legacy, Chaemin Lee will bring renewed vitality to Piaget Society through

his unique perspective and individuality. He will notably showcase the Maison’s diverse allure

through a variety of stylings, highlighting the Piaget Polo Signature watch and the Possession

jewelry Collection.

Chaemin Lee commented: “It is truly meaningful to experience up close the heritage and

craftsmanship of a Maison with over 150 years of history. I look forward to creating inspiring

stories together with Piaget.”

Meanwhile, Piaget continues to celebrate its distinctive aesthetic through its “Art of Colour”

theme, elevating colour beyond mere decoration to a true starting point of creations and

bringing to life a vibrant universe of bold and expressive creations.